NDA Recreation
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Industry
Architecture
Disciplines
Branding | Web UX & UI |
Introduction
Originally a 2019 UX, and Website visualization project for a (subsidiary of a parent company) homes developer in Perth Western Australia; emphasizing eco-friendly materials.
Here in this updated NDA Re-creation Case Study presents:
Titling & Naming ~ research & proposal.
Branding Identity, additional moodboarding, Style Scape ideations.
Website Concept Design ~ In part 2- high fidelity visualization in Figma® for both the marketing funnel and as additional incentive for buy-in ~ hypothetical (client side) projects management dashboard
This First part of two focuses on the branding & naming component as obligatorily part of NDA Recreation in order to preserve anonymonity of the actual identity and/or name of the architect and builder.
Problem Statement
A newly established subsidiary of very large parent builder (name undisclosed) in Western Australia requested a new web design presence as an upgrade over their prior one-page public landing page CMS (Squarespace®); advocating economics and climate conscious message on their choice of building materials, methodology and stewardship philosophy.
Originally an Adobe XD® project as it was factually conducted.
Solution
Name brainstorming led to "Fiore" as proposed title to convey relations between femininity and nature. To depict ethics, stewardship and responsibility teals, yellow and greens were proposed as the branding palette.
Demographic Details
30-45 years old, gender-agnostic, professionals with at least one or more interest(s) held in ~ real estate, property investment, finances, environmentalism, and journalism.
Sample Persona
Mr Jake Sonnett
Business Owner, Enterpreneur ~ IT & Technologies industry
32 years
Perth, Western Australia
Ba. Computer Science + Journalism (double major)
Overarching Context & "Biomimicry"
As overarching context, the firm pledges its faith surrounding the responsible synthesis between harnessing nature's qualities, and/or characteristics, with progressive technology for applied scientific and sociological concern.
Major keywords appealing to the above therefore were highlighted. "Future", "technology", "ethics-centric", "stewardship" and "responsibility".
This also led to a non-fiction interest in the subject "Biomimicry". Conducted to acknowledge the real, and factual - scientific backing for the firm's branding's subject matter research.
"Biomimicry" ~ is an scientific philosophy that studies the intra-relationship potentials of nature's visual characteristics and how they can be applied onto conventions of Engineering, Mathematics, and Medicine.
Shortlisted Name Ideas for the Firm - "Patern" and "Fiori"
WIth the above influence of BIomimicry in mind, then began a brief exploration on naming ideations both abstract and literal.
"Rhythm", and "Patterns" eventually stood out as most prominent choices. Before then experimenting with shortening various letters; led to "Patern", and "Fiori".
“Patern” was initially chosen to convey the direct / symbiotic relations between nature and engineering landmarks of our time. However "Fiore" (instead of Fior[i]) ~ was then proposed for the more elegant pronunciation. And also for its indirect connotations between "Flower", and "blossoming".
Early vision and mission statements here were also explored. Among them "Responsive responsibility.", "For nature, by nature", "Nature meet future" were the shortlisted potentials.
Moodboarding and Brand Style Scaping
The moodboarding process then follows at gathering further subject matters between architecture, interior / exterior design aesthetics sociology and variou cues from environmentalism as posited earier.
All these leads to the formation of the Brand Style Scape. This represents a climatic / landscape view of the early suggestive, but not final ~ orchestration of the design artifacting for the firm's early vision and mission thematics.
The Brandmark - Drawings & Refinements
Beginning with sketches then obligate vector refinements, here showcases the synthesis of the visual cues of a leaf, together with the letter-form (F) to convey the firm's pledge towards ethical stewardship.
Further - as faithful ode to the theme Biomimicry, implementation of Golden Ratios were then applied and exercised with care throughout the brandmark's proportions.
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About this Case Study
Unless otherwise explicitly specified - all artworks, including naming, titling, sample content-writing including this Case study, and the entire front-end development ~ have not been resorted through Automation, Artificial Intelligence, or generative tools.
All hours expended on each NDA re-creation(s) were conducted out of limited, personal and voluntary capacity on top of / during full time tenure.